Michelle Tate, Mailchimp's global CMO (pictured), sees the inherent relationship between email marketing as a channel and the personalization that consumers want as the platform expands its footprint around the world, particularly in Australia. He said he is “fighting every day” to resolve the contradictions. Crave.
“If I had a magic wand, I would want it to be highly personalized for every consumer. I would want every email to be highly personalized. People receive thousands of emails every day, In a world where billions of emails are sent today alone, there's no reason why we can't think about customer journeys in a segmented way, especially with the help of AI,” he said in an exclusive chat with B&T.
“When you think about the explosion of different media channels and the messages that are getting out; [from consumers] That means less work is required to get things right. Our research shows that half of consumers think so. They believe they too need to be personalised, but that reducing searches will help them get their message across and interact with brands in more meaningful ways. ”
As Taite pointed out, Mailchimp has traditionally served “independent contractors” and small businesses, but after its acquisition by Intuit in 2021, Mailchimp is expanding its business to partner with larger enterprises and agencies. and was trying to expand his business.
“We have developed advanced features and tools for mid-market marketers, especially e-commerce marketers, and we know that their user journey is a little more complex,” she says. added, noting that Mailchimp is the number one email and marketing automation platform in the country.
Addressing more complex user journeys and creating more personalized messages should also become easier for marketers using Mailchimp's platform, Taite says. The company's software is used to send about 500 million emails per day, and the data collected from those transactions is used to train artificial intelligence and machine learning algorithms to improve performance. can do. Specifically, Taite's smart capabilities help customers understand what their customers want at any given time, how to create useful segments, how to benchmark against industry performance, how to create lookalike audiences, and how to send communications. We mentioned that we can “create connections” based on how we create behavioral triggers.
Over the past 12 months, Mailchimp, like other martech companies, has been using generative AI built on Intuit's existing technology to create content at scale.
“Five years ago, as a marketer, I had to selfishly think about my biggest goals and create assets to serve only that target. I created a lot of journeys and assets. Because it was impossible to do,” Taite says.
“But now we're enabling our customers to do just that. They can think about a small segment of people who actually behave similarly, and ideally reach one person. can do. [segment] And the insights and data we have about their behavior and what it takes to create a great value exchange. ”
This approach is something Mailchimp has railed against in its own marketing. The 2023 Cluster Mars campaign, produced by award-winning in-house creative agency Wink, depicts a mishmash of consumers with varying needs.
Speaking at last year's In-House Agency Council, Jeremy Jones, global group creative director at Wink, said being in-house has given his team the confidence and security to try different things.
“What's really important to us is fostering a safe space where creativity can grow so you can do the best work of your life,” Jones explained.
“We do all this by creating different things, not just advertising. But things that add value and inspire.”
Taite explained that the campaign was based on insights from Mailchimp's own customers and showed a fundamental misunderstanding of how businesses grow.
“Instead of personalizing their messages, they treated large numbers of customers the same way. As marketers, and in small businesses, we think about growth through acquisition. By having first-party data and understanding how to hyper-personalize these messages across the funnel for different customers, you can leverage it to grow. You can,” she said.
Tite added that email marketing numbers don't lie. Mailchimp research shows half of Australians want personalized communications, but that number has jumped to nearly two-thirds of women in the 25-34 age group. Additionally, the majority of Australian consumers are willing to receive targeted brand recommendations based on their personal data after searching for or purchasing a product through a search engine (58 per cent), directly (60 per cent) or on a website (58 per cent). I would be happy to receive any recommendations. ).
“Email has an ROI of $42 per dollar. It's one of the highest ROI channels, but it's often not seen as a growth channel by those who don't know better,” she added. .
“There are three pillars of change. One is the economic environment and the cost of living. The second is the lack of digital skills. With data comes analysis, but in the marketing craft, this is not necessarily the case everywhere. Finally, there are changes in cookies and channel mix, partly due to the economic environment and partly due to walled gardens, making email very well suited to drive growth. Masu.”
However, Mailchimp's research also shows that consumers need convincing to hand over their data, with 76 percent wanting assurances about how their transaction data will be used. 82 percent want similar assurances about their personal data.
“They need to take the first-party data they have collected over the years and use AI to curate it in a meaningful way that drives engagement,” she added.
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